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Epicure, the new wine concept from Belgian Sky Shops, is one of the highlights of the new Pier A |
BELGIUM. Brussels International Airport yesterday unveiled its new, high-class Pier A shopping and food & beverage complex with a major local and national press event. The Moodie Report was present from the travel retail media.
More than 20 shops, bars and restaurants have opened in the new 2,500sq m complex, which features premium, high-quality concepts such as Epicure from Belgian Sky Shops and Autogrill’s new Beaudevin tapas bar. It also houses an array of boutiques and shop-in-shops from leading brands such as Hermès, Salvatore Ferragamo, Burberry, Zegna, Montblanc, Puma, Esprit, River Woods, Massimo Dutti, Samsonite Black Label and fast-growing Belgian lifestyle and homeware brand Flamant.
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Lifestyle brand Flamant (top left) and a new press & books offer (top right) are among the concepts opened by Belgian Sky Shops; River Woods (left) is a new addition to the airport offer; Commercial Director Kurt Staelens says the new 2,500sq m complex will help Brussels Airport to become “one of the retail reference airports in the world” | |
Brussels Airport Commercial Director Kurt Staelens said: “We want to establish Brussels Airport as one of the retail reference airports in the world. We have transformed what was a traditional tax free offer into a fully fledged shopping centre. With 30,000 passengers a day, it is already one of the busiest in Belgium. We have filled it with major international brands, plus Belgian brands that have an international reputation. It is a premium offer but also caters to all price ranges.”
The new offer is based on a major study of passengers’ preferences. The airport found that passengers sought a larger, more diverse offer than had been available, and they wanted both international and national brands across a variety of price points.
Belgian Sky Shops operates a range of outlets, including Epicure, a highly innovative and upscale wine store featuring many rare and exclusive brands.
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Autogrill’s classy Beaudevin concept sets a new standard for airport wine bars |
Commercial Director Marc Leemans told The Moodie Report: “In the 50 years since Belgian Sky Shops began trading [the company celebrated its anniversary last week -Ed] Epicure has involved the biggest thinking and conceptualisation of any project we’ve ever done. We wanted a shop featuring exceptional products, from wines to cigars, where the customer would feel good and where only the finest items are available.”
In some ways the shop mirrors the look of a traditional wine cellar but with a modern twist, including a walk-in “˜pod’ housing some of the world’s great wines. “There are brands you won’t find anywhere else in Belgium,” said Leemans, “from a Pétrus 1879 and a Rothschild 1985 and 1990 to a Château d’Yquem 1986, 1998 and 1999. We don’t feature any bad years here – this is an environment where price is no longer an issue, though of course in the rest of the store we feature other, very good wines for €25 to €30. This is all about personal service, tasting and experience.”
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Marc Leemans (top left) says Epicure is one of the biggest projects ever undertaken by Belgian Sky Shops; (Top right) Brussels Airport CEO Wilfried van Assche underlines the growing role of commercial revenues; among the 20 new additions to the Pier A offer are Esprit (above centre), Burberry (left) and Massimo Dutti, part of a major fashion complex | |
Autogrill too has brought a new experience concept to market, through Beaudevin, a high-class wine and tapas bar. Here, passengers can taste new wines or classic crus by the glass, stored in optimal conditions – adding a real sense of theatre and experience to the outlet. Other new outlets include the Black Pearl Seafood bar, while other concepts include a soon-to-open Starbucks, a Quick restaurant, a sports bar with a Helixir juice bar and a Panos sandwich bar opening by year-end.
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The 140sq m Puma store will showcase the brand’s latest lifestyle offers |
Speaking to The Moodie Report at the event, Brussels Airport CEO Wilfried van Assche underlined the growing importance of commercial revenues to the business. He said: “Non-aeronautical revenues is around one-third of our turnover, but that is still low compared to many other leading airports; our goal is to raise that to 50%. We want to be a more diversified business so commercial will play a role in that, from shopping and F&B to car parking, advertising and real estate.
“The new Pier A will have a significant impact on our revenues, as will a number of other major projects coming up. Chief among these are a renovated shopping and F&B environment in Pier B, including a new 500sq m last-minute store from Belgian Sky Shops, to be completed late this year. plus a new parking extension, with 2,400 spaces, to open in 2009.”
The Moodie Report’s forthcoming October Cannes Digital Print Edition will report in full on the opening, on Brussels Airport’s other major commercial plans and on the past, present and future at Belgian Sky Shops, which is celebrating its 50th year of operations.
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Brussels Airport officially opens new retail and food & beverage complex in Pier A today – 25/09/08
